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Idea For a Domestic Pilot Trackers for Consumers and SME's

This idea proposes the development of easy-to-use and affordable GPS trackers for consumers and small to medium-sized enterprises (SMEs). The product offering includes wearable and vehicle trackers with a tracking website for locating devices. The focus is on low power consumption, small size, competitive pricing, and a consumer-friendly look and feel. The market potential includes child and pet tracking, fleet management, sports, tourism, and public sector applications. Risks include privacy concerns and competition from other tracking solutions.

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Idea For a Domestic Pilot Trackers for Consumers and SME's

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  1. Idea For a Domestic PilotTrackers for Consumers and SME's Group 8 S-72.3510

  2. Agenda • Rationale • Currentstateand SWOT analysis • Productoffering • Competitors • R&DRoadmapandMarketing • Risks • Organization • Investments andpaybackperiod • Scenarios andmarketsize

  3. Rationale • Vertical and Horizontal focuses have both Pro's and Con's • Indagon has high-level technical knowhow. R&D-focused revenue structure? • Could the results from highly-specialized solutions be cost-effectively transferred to other clients? In other words: what could be a low-risk approach to an LBS vertical?

  4. Company positioning: SWOT Analysis

  5. Fleet Managementtrends • Growing market in Europe • 16.4% Growth expected 2010 • 1.5 million units in use Q4-2009 • Not much competition in Finland • Many players abroad • Avg. Price 200-400$ • Different solutions – USB, Watch, Black box • Competed market, but fast-growing http://www.berginsight.com/ReportPDF/Summary/bi-fm5-sum.pdf

  6. Competitor Positioning • Global competitor communication still quite professionally oriented  no easy looking consumer brand existing • Huge market in the US • None of them uses 3G technology • An existing gap in the value proposition: • High Value with consumer-friendly look and feel & competive pricing • Indagon strength: Capability to produce high value (technical knowhow)

  7. How to enter the market?

  8. Teleoperator Joint Venture • Decrease risks • Vertical knowhow • Existing strong channels and distribution network • Knowhow from mass-market solution selling • Existing consumer trust • CHeap marketing through partner channels

  9. Product in a nutshell • Easy to use affordable GPS tracker • 2 Models – Wearable and vechile • Easy to buy from any electronic store • Tracking website with many devices • Pro version with additional features Example from RTV5 of liveviewgps.com • Monthly Service Plan Is: $29.95 Per Month - Flat Rate Unlimited Use. 10 Second LIVE Vehicle Position Updates, With NO CONTRACTS!  Includes streaming live wireless service, web tracking portal intergrated with Microsoft Virtual Earth, unlimited online and emailed vehicle reports (Microsoft Excel formatted), and unlimited alerts. • Monthly Service Includes: You will have unlimited use and login to our web portal, unlimited cell phone alerts and emails. There are no other charges. There are no long term contracts.

  10. Use Cases • Child, elderly and dog tracking • Cars, boats and trailers • Teenage speed tracking • Group sports, training (running), orienteering • Paintball (teammate visibility) • Hunting, hiking and avalanche • Fleet management • Logistics, truck speeding control • Public sector: Police, Paramedics and Security • Taxi and rent cars

  11. R&D Focus Areas • Take strengths from international competitors • Low power consumption • Small size • Competitive price (aim to find the lowest price-point with satisfactory quality) • Easy to use & consumer-friendly look and feel • Existing accuracy (@Fokus and complementary technologies)

  12. Marketing • Awareness building with strong commercial appeal • Attractive pricing • Easy to use • Low energy consumption • Raise smalll business interest thrgouh WOM from consumer • Idea: Consumer version covers costs (e.g. track one device), Pro version brings revenues (e.g. track many devices and advanced features) • Associate with sport teams and families • Sponsorship

  13. Risks • Negative attitude from customers (privacy) • Unclear value offering in relation to mobile phone based tracking applications (Needs to be clearly distinguished from "just applications“) • Another smart competitor • Another low end device supplier • Weak execution in first two years (fast evolving technology field) • Health risks • Security

  14. Level of risk • Comparable cost: Base stations 5 * 10 000e = 50 000e • How much does the R&D of a gadget cost? • Partner hosting the tracking website • Sharing website development costs • Utilization of partner's marketing channels = low cost • Management hours

  15. Opportunity size ideation • Cars, boat, trailers • ca. 75 000 newdrivers in Finlandanually • Over 3 millioncars in use in Finlandwith 250 000 newcars registered annually • Sports • 35 00 peopleengage in orienteering in Finland • Over 300 000 peoplehavehuntinglicences • Tourism • Ca 2.5 million registered overnights in Lapland in 2008 • Directtourisminco 567 million Euro http://www.ake.fi/AKE/Tilastot http://www.slu.fi/liikuntapolitiikka/liikuntatutkimus2/ http://www.lapinliitto.fi/ http://www.rktl.fi/tilastot/metsastystilastot/

  16. Summary • Pilot from project oriented to more customer oriented solutions with one case • Big domestic market to take over if: • Proper partners are found • Customers get a good picture from company and product • Initial latent demand identified and a means to cover the demand • Validation required.

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